New Report Guarantee

PROSPECTS

After a ban was introduced on smoking in enclosed public places and tobacco excise was increased on an annual basis, the numbers of smokers among the population of Hungary decreased slowly over course of the review period, with similar slow but steady declines expected in the numbers of smokers among the country’s population over the forecast period. However, many former smokers have now quit their habits and, after several years of declines being seen in smoking prevalence, many of those who continue to smoke are hardcore nicotine users who have no intention of quitting smoking.

The category is set to face competition from that vapour products and rival therapies

Other smoking cessation options such as bio-resonance and the use of e-cigarettes and vapour products are likely to remain popular during the forecast period, while many Hungarian smokers will continue to rely on their willpower to quit smoking without any aids. The rising popularity of alternative cessation therapies poses a potential threat to growth in sales of NRT smoking cessation aids, especially those therapies which are cheaper or which promise faster and easier recovery from nicotine addiction.

Innovation set to come from the category leader

The new national brand owner of the Niquitin brand, O+A Pharma Kft, is expected to be the most active player in NRT smoking cessation aids over the forecast period. The company is set to extend the range of Niquitin products available in Hungary, principally through the launch of new NRT gum in the country.

COMPETITIVE LANDSCAPE

Sales dominated by three major multinational players

Three global manufacturers are present within NRT cessation aids. Since Perrigo Co, Plc acquired Niquitin from GlaxoSmithKline at global level in 2015, the new Hungarian national brand owner of the brand, O+A Pharma Kft, has dominated sales in the category, generating a 64% value share in 2017.

Domestic players completely absent from the category

There were no domestic players present in NRT smoking cessation aids at the end of the review period and all of the brands available in the category are marketed by major global pharmaceutical companies. The value shares and positions of the three major players present in the category saw few major changes in 2017 as “others” lost two percentage points from its value share.

Innovation remains scarce in NRT smoking cessation aids

No major innovation has been seen in NRT smoking innovation aids in Hungary since 2016, when O+A Pharma Kft launched its new menthol flavour Niquitin NRT gum. The company also relaunched the Niquitin Minitabs sub-brand in 2015, which had been unavailable in the country throughout 2014.

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